Billabong joins other retailers in youth movement

Aspen’s youth movement is apparently gaining momentum. Billabong, a national surf chain that has branched out into the snowboard market, plans to open a shop on the Hyman Avenue mall next month.It is but the latest shop that caters to the younger crowd to open its doors in a resort that was once grappling with the “stodgy” label. Down the street is Quicksilver, another national retailer that began with a surf focus and grew into the broader “board” market. And two former competitive snowboarders recently opened Radio Boardshop in the Hub of Aspen space on Hyman for the winter. Aaron Bock will be managing the new Billabong shop, which is shooting for a Dec. 15 opening in the former Funky Mountain Threads space below New York Pizza. Remodeling work is under way behind windows that have been papered over.”It should attract more of that young surf/skate crowd,” Bock said. Billabong, born in Australia, will offer its snowboard line and street clothes, along with the board shorts and bikinis that were its mainstay early on.Aspen has long had its snowboard shops. Now, there are places like Polar Revolution, Sidewinder Sports, Quicksilver and Radio Boardshop, Bock noted.”I’ve only been here four years, but it seems like it’s moving more toward a younger crowd here,” said the 27-year-old Bock. “I think the X Games is a huge part of that.”The ESPN Winter X Games will return to Buttermilk in January.Janet Urquhart’s e-mail address is janet@aspentimes.com